Take These Steps To Increase Website Conversion… And Automatically Juice SEO Results
The Not-So-Obvious Connection Between Website Conversion & SEO
Get Good At One… You’ll Automatically Improve The Other.
By Rich Harshaw
Want to juice your SEO rankings? Simple! Just create and post a ton of great content on your website.
Want your website to do a better job of converting lookers into buyers? Simple! Just create on post a ton of great content on your website.
Is it really THAT simple?
Well… yes and no.
No, because both disciplines—SEO and website conversion—are fairly complex and multi-faceted.
To maximize conversion on your website, you’ve got to have an attractive & aesthetically pleasing site, a rock-solid identity, plenty of evidence & social proof, and a few strategically engagement tools (forms, pop-ups, calls to action, etc.).
And to maximize SEO effectiveness, you’ve got to master on-page coding (or what I call nerd-coding), back linking, social media posting, keyword selection, and more.
But the bedrock foundation of both is great content.
Lots and lots of relevant, interesting, recent, case-building CONTENT.
Here are a few kinds of content you can produce that will push you speedily toward your destination in both categories:
Why Make Prospects Fill Out A Form To Get Info… When You Can Just Give Them The Info They Want?
Should You Direct Your Online Prospects To A Lead-Capturing
Or Should You Direct Them To Your Full Website?
By Rich Harshaw
Note: About once a month I answer questions that come to me via email or via one of my call-in webinars. If you have a question, please email it to me at firstname.lastname@example.org.
I attended one of your webinars where you discouraged using landing pages for capturing home improvement leads. You suggested just using your regular website instead. But almost everyone else I talk to says the exact opposite; they say I’m better off having multiple landing pages for various lead generating campaigns. Would you mind explaining your rationale in more detail? I’m starting to get a lot of pressure from some of these people (including my business partner), and I need to decide one way or the other soon.
I hear you! This is a thorny subject, and one that’s subject to quite a bit of debate. You’re right; I’m a staunch supporter of driving all your web traffic into you main website instead of splintering the traffic into multiple landing pages. I’ll explain why in just a minute… but let’s start this discussion by exploring WHY most people are proponents of the landing page approach:
If Your Website Looks Like All Your Competitors’, Customers Will Keep Looking
If Your Home Improvement Website Looks Like All Your Competitors’, Customers Will Keep Looking.
People Will Shop Multiple Sites (Stores) Simply Because They’re Conveniently Available. You’ve GOT To Find A Way To Stand Out.
By Rich Harshaw
Trust me; it’s not as much of a stretch as you think. Contractor websites are a lot more like a shoe store at the mall than you realize. Hear me out.
Imagine you wanted to buy a new pair of running shoes. The mall is a good place for shoe shopping because they have several competing shoe stores, so you’ll be able to look around and find exactly the right shoe at the best possible price.
When you get to the mall, you naturally go to the store first that’s closest to where you came in. Once inside that first store, you see the usual, expected large displays of shoes on a couple of the walls, and various types of athletic apparel in the middle area. You head to the wall of shoes, look for the section you’re interested in (running, in this example), then glance around to see if any particular shoe or shoes catch your attention. If so, you’ll pick up the display, check the price… and if find something you like, you might have them measure your foot and try on a pair.
What happens next is where this story gets interesting—and a lot like your remodeling company.